Thursday, April 14, 2005

Word of Mouth

Word of mouth has been top of mind for me lately. WOM has found its way into client discussions, brainstorms and industry reading, thus inking a spot on my marketing communications short list. That said, I was downright joyous when I stumbled on presentations from the Word of Mouth Marketing Association's 2005 Summit.

I was especially impressed by Jonathan Carson's Measuring Word of Mouth presentation. Key takeaways:
1) WOMunit: "A single unit of marketing-relevant information" - I'm going to use the heck out of this term.
2) Great examples of WOM stand-alone success and success in conjunction with other strategies.
3) Measuring WOM's impact through a WOM receiver's actions.
4) Humility: The association understands the importance of setting goals, identifying its weaknesses and addressing growth.


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